solomon_cb08_10 - Chapter 10 Buying and Disposing CONSUMER...

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Chapter 10 Buying and Disposing CONSUMER BEHAVIOR, 8e Michael Solomon
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Prentice-Hall, cr 2009 10-2 Chapter Objectives When you finish this chapter you should understand why: Many factors over and above the qualities of the product or service influence the outcome of a transaction. Factors at the time of purchase dramatically influence the consumer decision- making process. In addition to what a shopper already knows or believes about a product, information, a store, or Web site provides can strongly influence a purchase decision. A salesperson can be the crucial link between interest in a product and its actual purchase.
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Prentice-Hall, cr 2009 10-3 Chapter Objectives (cont.) Marketers need to be concerned about a consumer’s evaluations of a product after he buys it as well as before. Getting rid of products when consumers no longer need or want them is a major concern both to marketers and to public policy makers.
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Prentice-Hall, cr 2009 10-4 Issues Related to Purchase and Postpurchase Activities A consumer’s choices are affected by many personal factors…and the sale doesn’t end at the time of purchase Figure 10.1
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Prentice-Hall, cr 2009 10-5 Situational Effects on Consumer Behavior (cont.) Consumption situation Situational effects can be behavioral or perceptual We tailor purchases to specific occasions The way we feel at a particular time affects what we buy or do Day Reconstruction Method Situational self-image (“Who am I right now ?”)
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Prentice-Hall, cr 2009 10-6 Social and Physical Surroundings Affect a consumer’s motives for product usage and product evaluation Décor, odors, temperature Co-consumers as product attribute Large numbers of people = arousal Interpretation of arousal: density versus crowding Type of consumer patrons
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Prentice-Hall, cr 2009 10-7 Temporal Factors Economic time Time style: consumers try to maximize satisfaction by dividing time among tasks Time poverty One-third of Americans feel rushed Marketing innovations allow us to save time Polychronic activity/multitasking
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Prentice-Hall, cr 2009 10-8 Temporal Factors (cont.) Psychological time: consumers’ perception of time Fluidity of time (subjective experience) Time categories relevant to marketers Good times for ads: occasion/leisure times and time to kill
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solomon_cb08_10 - Chapter 10 Buying and Disposing CONSUMER...

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